Research On Market Competitiveness Of Sports Match Product In China

The paper uses expert interview,questionnaires,analytic hierarchy process,fuzzy evaluation,mathematical statistics method,case study approach and so on.By taking the theory of the economics,marketing, economic management and sports science as a guide,on the basis of absorbing and drawing upon fruits of theory about competitiveness research results at home and abroad,in close connection with the reality of sports competition market in China,the author conducts a research on market competitiveness of sports match product in China.The paper constructs the structure model of the market competitiveness of sports match product,analyzes the influential factors of market competitiveness of sports match product,on which basis to construct the evaluation system of market competitiveness of sports match product.It also evaluates the market competitiveness of CBA Basketball League,CVA Volleyball League and CSL Football League from consumers' view,which reveals the strength of the market competitiveness,and gives the strategies to improve the weakness.As a result,it gives evaluation tools and methods to the market competitiveness of sports match product.The main conclusions of this study are as follows:1.Sports match product is focused on sports competition and subordinate to the related service activities to meet consumers' kinds of sports culture demand such as appreciation and entertainment both physically and mentally.It can bring a certain amount of social and economic benefits which are sum of tangible and intangible goods.Besides the general features of service product,it also has the features of the production and consumption's synchronism and separation;sports match product's not being stored and its variability,quasi public nature and the competition and cooperation in a match and other features.2.The market competitiveness of sports match product means the comprehensive embodiment by the aspects of the product price,product quality and marketing,and the shown comprehensive competitiveness of the product in market,when the main body(sports organization,club) provides the tangible and intangible goods about sports competition,and the related service activities as subsidiary,in order to meet consumers' demand of expanding the market share and profit ability,. It has the characters of increments,integrated,unstable,continuity and other basic features.3.Market competitiveness of sports match product consists of the ability of product quality,the ability of product price,the ability of spread influence,and the ability of brand loyalty.Having been evaluated by experts,the structure model has certain feasibility and validity4.The direct influencing factor of market competitiveness of sports match product includes four parts:products' quality,price,products' promotion and the products' brand.Every aspect can be divided into more specific factors of market.5.The paper constructs an index system of market competitive of sports match product,which is made up of four first grade indexes that are the ability of product quality,the ability of product price,the ability of spread influence,the ability of brand loyalty,as well as nine second grade indexes that are the competitive level,competitive attraction level,the level of consumer pleasant,sports event ticket price level, accreditation of sports event ticket price level,sports event popularity level,fine reputation of sports event level,consumer repurchase intense level and repurchase behavior level.6.The competitive level of CVA League,CSL League is relatively lower in China.CVA League has a lower popularity but higher reputation while CSL League has a lower reputation but higher popularity.The brand loyalty ability of CBA League is higher than CVA League and CSL League.